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Culture drives brand success, and it’s fascinating to see how the “extremely online” world influences brand engagements beyond social media. My colleague Elliott Bedinghaus was recently quoted in Digiday about how trends like “brat summer” that started on social are making their way into real-life moments for brands. What's really compelling about this is the challenge of staying authentic in these cultural moments. Particularly when it seems as if they come and go nearly every week. Our advice to our client partners is that brands must engage with these trends thoughtfully, ensuring they align with their core values and audience. There's not much to gain by getting involved just because something's popular. But the brands finding ways to make these moments their own are the ones that are winning. How are you navigating these cultural trends with your brand (or your clients') while maintaining authenticity? #Marketing #BrandCulture #Authenticity #CreativeIndustries https://lnkd.in/efHXjncM

Ogilvy has released its 2024 Social Media Trends Report, highlighting sub-trends within the broader shift towards a culture-first approach to social media. This report draws on the expertise of itsr talent from various regions, incorporating campaign data and research to gain a deeper understanding of the dynamics with the brands the agency works with. #advertising #media #socialmedia #report

The '2024 Influencer Trends Report' by Ogilvy ranks Employee #Advocacy as the number 1 trend: https://lnkd.in/gS5F3WJa As an advocate of advocacy myself, I believe there's so much potential in activating the internal voices - your employees and leaders - and leveraging their authentic social presence to build your brand's visibility. Each of your employees has a unique expertise, a niche network, and a credibility that's higher than the brand itself (remember, people trust people more than companies). Especially today, when everybody wants to be active on social, your employees could be your best and most trustful brand ambassadors with the right advocacy program. The report also highlights that while B2B employee and executive advocacy have been developing in parallel with the growth of LinkedIn, the true potential lies dormant in B2C sectors. In all fairness, it'll be quite exciting to see B2C brands jump into the game! Imagine the recall that can be built, by a pilot for an airline 🛫 , by a chef for a restaurant 🍸 , or by an in-store makeup assistant for a beauty brand 💄. So much for marketing teams to explore!

"When looking at the data and information when planning strategy, we must think of the audience first in every step of creating strategy. All of the tools are great, but unless you take that information and approach it from a humanized and authentic lens, you’ll never get anywhere — especially on social media." In the latest installment of our series exploring the influence of social media and culture on brand communications, the social team at Critical Mass, Jenna Studt, Stephanie Colman-Sadd, and Anastasia Pixler, give their insights on resonating with younger audiences. Link below! #socialmedia #advertising #strategy #brandcommunications #marketing #AdForum #interview https://lnkd.in/eFGGe_3v

People are unplugging from social media not only as a "digital detox”, but also because they feel that they're being pushed to buy things they don’t need. What next? Campaign Middle East editor Anup Oommen raises some interesting questions in conversations with industry leaders: - Is this relevant to the Middle East? - Has the time come to pivot? - Is it time to take "authenticity" and "community" from the drawing board to the field? - What will it take to plug Gen Z back in? - Has the time come for Heads of Brand and Marketing to be more agile, flexible, and move at the speed of culture? Mary S., business lead at MSL Group Middle East ; Mohammad El Tayech, strategic planner at TBWA\Raad; and Laura Gleadhill, general manager at Keyade Middle East, part of GroupM MENA share their candid thoughts. Read the full story here. #Brands #Advertising #Marketing #Unplugging #GenZ #SocialMedia

🚀 Exciting News in Marketing! 🚀 "Very demure, very mindful"—this phrase has taken over the For You pages of Gen Z and Millennial women, all thanks to rising star Jools Lebron. Why Beauty, Fashion, and Lifestyle Brands Should Be Watching Jools Lebron Now If you’re in the beauty, fashion, or lifestyle industry , it’s time to take note. Just like Tube Girl captivated audiences with her confidence and relatability, Jools is the new face setting trends and driving engagement. Here’s what your social media marketing team should do next: 1. Research and Monitor: Start by closely following Jools Lebron's content across platforms. Understand what makes her resonate with her audience and how her content aligns with your brand’s values. 2. Engage Early: Don’t wait for the buzz to die down. Reach out to Jools for potential partnerships while her influence is on the rise. Early collaborations can set your brand apart. 3. Create Authentic Content: Work with Jools to co-create content that feels genuine and organic. Focus on storytelling that blends seamlessly with her current style. 4. Test and Learn: Use your collaboration as a learning opportunity. Analyze what works, from engagement rates to audience sentiment, and refine your approach for future campaigns. 5. Leverage Cross-Promotion: Maximize the impact by promoting the collaboration across your brand’s social media channels, email newsletters, and even in-store experiences. Partnering with a creator like Jools isn’t just a trend; it’s a strategic move. Brands that connect with viral creators early can tap into their organic influence, creating authentic connections that resonate deeply with Gen Z & Millennial consumers. Don't let your brand miss the opportunity to ride the early wave with this next big star. Repost ♻️ if you found this helpful #marketing #influencermarketing

So.....🤔 The impact of pronoun choices on consumer engagement actions: Exploring top global brands’ social media communications. How do pronouns affect consumer behavior on social media? A recent study analyzed how top global brands use pronouns in their posts on social media, and how these choices influence engagement actions such as likes, comments, and shares. The results show that using inclusive pronouns (we, us, our) can increase positive reactions, while using exclusive pronouns (you, your) can increase negative reactions. The study also suggests that brands should tailor their pronoun use to their target audience and their communication goals. https://lnkd.in/gq4fqmmF

Agencies are rebuilding themselves around influence culture out of necessity. This isn’t new, it’s just becoming too big to treat as a specialized practice vs wholesale transformation. The way agencies used to be built around television and print are now built around the Web and social media. This means: Social first: Ideas that are built around culture, influence, memable moments and social/mobile distribution. Silos last: P&Ls, centralized teams, departments, and assembly line type production models are all becoming less relevant and potentially threatening if they get in the way of the breaking through the noise to reach the right audiences with scale. This Adage piece takes me back to my time at Edelman when we were rebuilding the digital capabilities around the social web. And here we are, the future we all knew was coming. https://lnkd.in/gqttziSN #marketing #agencies #CMO #social #mobile #culture #influence

Molly-Mae has recently joined forces with M&S as their new brand partner, just a year after her partner Tommy Fury. This move by M&S reflects a strategic effort to tap into a more diverse audience and consumer mix, following the success of their previous campaigns. While the initial reception of the campaign featuring Molly and Bambi has been positive among fans, it has also sparked some interesting discussions. Many have raised questions about why Molly was chosen for this partnership, especially in light of the recent success of influencers like Megan McKenna, who has garnered significant engagement on TikTok with her cooking and plating content. Certainly, Molly-Mae boasts a large following, but her audience may not necessarily associate her with food-related content. This shift could raise concerns about alignment with her established niche within the creator landscape. Raising the ever important point that brands should consider not only the size of an influencer's audience but also their expectations and interests when selecting a brand partner. As we eagerly anticipate the development of this partnership and its performance, it's worth considering other creators within the reality space who might have been better suited for this role. It's an intriguing move by M&S, and I look forward to seeing how this collaboration unfolds. Sorry, Molly, but there might have been some missed opportunities here! #InfluencerMarketing #SocialMediaManager #SocialMedia

Recognizing the limitations of share of voice, mobile brands are beginning to embrace a new approach that takes into account the intent of their target audience: Share of engagement. 📣 Adjust's Lou Hong shares actionable steps to get you started. #mobilemarketing #adjustcom